Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market growth driven by a range of factors
- Mineral supplements top FDMx segments
- NHF/specialty stores lead retail market; mass increases sales
- Expanding older, female populations directly drive sales; Hispanics represent potential
- U.S. Nutrition leads FDMx sales, Pharmavite follows; private label comprises substantial share
- Advertising and promotion
- Vitamin and mineral usage
- Reasons for vitamin use
- Attitudes and sources of advice
- The next generation
- Race and Hispanic origin
Insights and Opportunities
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- Demographic appeals
- Playing to the needs of the graying America
- A woman’s world
- Brain boosters
- Safety/security measures
- Health scares
- Verification
Inspire Insights
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- Trend: Customization
- What it’s about
- Make your own Multi-Pak
- Trend: Familiarity through Food
- What it’s about
- Clarifying the link
Market Size and Forecast
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- Key points
- Market growth driven by expanding demographics
- Cold/flu season may spur sales
- Sales and forecast of vitamins and mineral supplements
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- Figure 1: Total U.S. retail sales of vitamins and minerals, at current prices, 2004-14
- Figure 2: Total U.S. retail sales of vitamins and minerals, at inflation-adjusted prices, 2004-14
- Walmart sales
Competitive Context
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- U.S. recession a double-edged sword for vitamin/mineral spending
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- Figure 3: Types of vitamins/minerals/supplements/food & drink products used, by household income, June 2009
- Functional foods/drinks compete with vitamin/mineral capsules/tablets/liquids
- Fortified foods
- Fortified drinks
- Probiotics
- Emerging data counters marketing claims
Segment Performance
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- Key points
- Mineral supplements best-sellers; consumers seek out economical ways to stay healthy
- Vitamins and minerals shift somewhat to mass market
- Sales of vitamins and minerals, by segment
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- Figure 4: Total sales of vitamins and minerals, segmented by type, 2008-09
- Figure 5: FDMx sales of vitamins and minerals, segmented by type, rolling 52-weeks ending June 2008-09
Segment Performance—Vitamins
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- Key points
- Multivitamin FDMx sales slow as new data contest efficacy
- 1 and 2 letter vitamins increase through FDMx, vitamin D back in vogue
- Liquid vitamins/minerals surge at FDMx
- Sales and forecast of vitamins
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- Figure 6: Sales and forecast of vitamins, 2004-14
- Figure 7: FDMx sales of vitamins, by type, 2004-08
Segment Performance—Mineral Supplements
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- Key points
- Mineral supplements post steady growth, future growth challenged
- Sales and forecast of mineral supplements
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- Figure 8: Sales and forecast of mineral supplements, 2004-14
- Figure 9: FDMx U.S. sales of mineral supplements, 2004-08
Retail Channels
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- Key points
- Natural/health food stores still dominate total market
- Mass channels exhibit strong growth as emphasis shifts to FDMx stores
- Multilevel marketers grow sales, lose share slightly; online shows strong potential
- Sales of vitamins and minerals, by channel
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- Figure 10: U.S. retail sales of vitamins and minerals, by channel, 2008-09
- Figure 11: Retailers used for purchases of vitamins/mineral supplements, June 2009
Retail Channels—Natural, Health Food, Supplement and Specialty Retail
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- Key points
- NHF sells based on reputation, expertise
- NHF sales of vitamins and minerals
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- Figure 12: U.S. NHF sales of vitamins and minerals, at current prices, 2004-09
A Closer Look at the Natural Channel Marketplace
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- Sales of vitamins and minerals in the natural channel
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- Figure 13: Natural product supermarket retail sales of vitamins and minerals, at current prices, 2007-09
- Figure 14: Natural product supermarket retail sales of vitamins and minerals, at inflation-adjusted prices, 2007-09
- Natural channel sales by segment
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- Figure 15: Natural product supermarket retail sales of vitamins and minerals, by segment, 2007-09
- A closer look at multivitamins: natural channel sales by target market
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- Figure 16: Natural product supermarket retail sales of vitamins and minerals, by target market, 2007-09
- Brand share in the natural marketplace
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- Figure 17: Manufacturer brand natural supermarket sales of vitamins and minerals, 2007 and 2009
Retail Channels—Mass Market: Conventional Food, Drug, Mass Merchandisers, Club and Convenience Stores
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- Key points
- Shift to mass channels helps FDM supplement sales thrive
- Food stores
- Drug stores
- Mass merchandisers
- Conventional food, drug, mass merchandisers, club and convenience store sales of vitamins and minerals
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- Figure 18: U.S. conventional food, drug, mass merchandisers, club and convenience store sales of vitamins and minerals, at current prices, 2004-09
Retail Channels—Multilevel Marketing
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- Key points
- Direct sellers experience modest growth
- MLM sales of vitamins and minerals
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- Figure 19: U.S. multilevel marketing sales of vitamins and minerals, at current prices, 2004-09
Retail Channels—Mail Order
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- Key points
- Mail order sales maintain even growth over 2008-09
- Mail order sales of vitamins and minerals
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- Figure 20: U.S. Mail order sales of vitamins and minerals, at current prices, 2004-09
Retail Channels—Practitioners
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- Key point
- Practitioners also exhibit steady year-over-year growth
- Practitioner sales of vitamins and minerals
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- Figure 21: U.S. practitioner sales of vitamins and minerals, at current prices, 2004-09
Retail Channels—Internet
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- Key points
- Web retailers grow more than any other channel
- Internet sales of vitamins and minerals
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- Figure 22: U.S. internet sales of vitamins and minerals, at current prices, 2004-09
Market Drivers
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- Graying of America calls for more vitamin/mineral use
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- Figure 23: Usage of vitamins/mineral tablets/capsule/liquids, by age, February 2008-March 2009
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- Figure 24: Types of vitamins/minerals/supplements/food & drink products used, by age, June 2009
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- Figure 25: Frequency of vitamin, mineral, and supplement intake, by age, June 2009
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- Figure 26: Population by age, 2004-14
- Female population growth will positively impact sales
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- Figure 27: Usage of vitamins/mineral tablets/capsule/liquids, by gender and female by age, February 2008-March 2009
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- Figure 28: Types of vitamins/minerals/supplements/food & drink products used, by gender, June 2009
- Figure 29: Population of women by age, 2004-14
- Growing Hispanic population and discretionary income represents possibility for vitamins/minerals
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- Figure 30: Usage of vitamins/mineral tablets/capsule/liquids, by race/Hispanic origin, February 2008-March 2009
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- Figure 31: Types of vitamins/minerals/supplements/food & drink products used, by race/Hispanic origin, June 2009
- Figure 32: Population by race and Hispanic origin, 2004-14
- Low health insurance rates among Hispanics could be a marketing opportunity
Leading Companies
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- Key points
- All major FDMx manufacturers grow sales
- Private label sales grow as household budgets tighten
- Manufacturer FDMx sales of vitamins and minerals
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- Figure 33: Manufacturer FDMx sales of vitamins and minerals in the U.S., 2008 and 2009
Brand Share—Mineral Supplements
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- Key points
- U.S. Nutrition gains with Sundown Naturals, Nature’s Bounty
- Pharmavite grows with Nature Made; Wyeth banks on calcium
- Schiff, private label post strong growth
- Manufacturer and brand sales of mineral supplements
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- Figure 34: Selected FDMx brand sales and market share of mineral supplements in the U.S., 2008 and 2009
Brand Share—Multivitamins
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- Key points
- Wyeth, Bayer lead with goal and gender-specific products
- Manufacturer and brand sales of multivitamins
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- Figure 35: Selected FDMx brand sales and market share of multivitamins in the U.S., 2008 and 2009
Brand Share—1 and 2 Letter Vitamins
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- Key point
- Resurgence of specific lettered vitamins aids Pharmavite and U.S. Nutrition growth
- Manufacturer and brand sales of 1 and 2 letter vitamins
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- Figure 36: Selected FDMx brand sales and market share of 1 and 2 letter vitamins in the U.S., 2008 and 2009
Brand Share—Liquid Vitamins and Minerals
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- Key points
- Emergen-C gains following vitamin C resurgence
- Elations reformulates, relaunches under new owner
- Manufacturer and brand sales of liquid vitamins and minerals
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- Figure 37: Selected FDMx brand sales and market share of liquid vitamins and minerals in the U.S., 2008 and 2009*
Brand Qualities
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- Wyeth
- Gender-specific products
- Goal-oriented products
- Children’s offerings
- Bayer
- Reaching out with gender, age-specific products
- Goals key too
- Cartoons boost strength of Bayer in children’s market
- U.S. Nutrition
Innovation and Innovators
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- Goal-specific and women’s products are among top trends
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- Figure 38: Top 10 claims in new vitamin and dietary supplement launches, 2003-08
- Most new products are launches, fewer brand extensions
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- Figure 39: Vitamin and dietary supplement launches, January-July 27, 2009
- Condition/dietary need/goal/gender-specific products
Advertising and Promotion
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- Advertising focuses on condition-specific claims
- Vitamin advertising claims come under fire
- Pharmavite Corp.
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- Figure 40: Pharmavite nature Made television ad, 2009
- Figure 41: Pharmavite nature Made Liquid Softgel television ad, 2009
- Wyeth
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- Figure 42: Wyeth Centrum Cardio television ad, 2008
- Figure 43: Wyeth Centrum Silver Ultra Men’s television ad, 2009
- Bayer
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- Figure 44: Bayer One A Day Men’s Formula television ad, 2009
- Figure 45: Bayer One A Day Women’s 50 Plus Advantage television ad, 2009
Types and Brands of Vitamins Used
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- Key points
- Intake of vitamin/mineral types remains stable between 2006 and 2009
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- Figure 46: Types of vitamins/mineral tablets/capsule/liquids used, 2006-09
- Brands used
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- Figure 47: Brands of vitamins/mineral tablets/capsule/liquids used, by gender and age, February 2008-March 2009
Reasons for Vitamin Use
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- Key points
- Most take vitamins/minerals/supplements to aid a healthy diet
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- Figure 48: Primary reasons for taking vitamins/minerals/supplements, by gender and age, June 2009
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- Figure 49: Primary reasons for taking vitamins/minerals/supplements, by household income, June 2009
- General health key to vitamin consumption, specific illnesses less so
- The role of vitamins in energy, brain health and weight loss
- Reasons for taking supplements
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- Figure 50: Further reasons for taking vitamins/mineral supplements, by gender and age, June 2009
Attitudes and Sources of Advice
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- Key points
- Attitudes towards vitamins and mineral supplements
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- Figure 51: Attitudes about taking vitamins/mineral supplements, by gender and age, June 2009
- Sources of advice about taking vitamins
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- Figure 52: Sources of advice about taking vitamins/mineral supplements, by gender and age, June 2009
The Next Generation
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- Key points
- Most say kids take vitamins or minerals regularly
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- Figure 53: Frequency of vitamin, mineral, and supplement intake among children, by household income, June 2009
- Most say kids take vitamins/minerals to supplement healthy diet
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- Figure 54: Reasons HH children take vitamins/minerals/supplements, by parent age, June 2009
- Purchases and concerns about vitamins/minerals for kids
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- Figure 55: Purchases and concerns about vitamins and minerals for HH children, by parent age, June 2009
- Sources of advice about vitamins and minerals for children
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- Figure 56: Sources of advice about vitamins and minerals for HH children, parent gender and age, June 2009
Impact of Race and Hispanic Origin
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- Key points
- Vitamin usage higher among white respondents, competing food/drinks show promise with black and Hispanic respondents
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- Figure 57: Types of vitamins/minerals/supplements/food & drink products used, by race/Hispanic origin, June 2009
- Among users, whites take vitamins/minerals regularly more than other ethnicities
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- Figure 58: Frequency of vitamin, mineral, and supplement intake, by race/Hispanic origin, June 2009
- Black respondents more likely to use vitamins for energy, weight control
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- Figure 59: Further reasons for taking vitamins/mineral supplements, by race/Hispanic origin, June 2009
- Blacks report more confusion/concern about supplements
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- Figure 60: Attitudes and source of advice about taking vitamins/mineral supplements, by race/Hispanic origin, June 2009
Cluster Analysis
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- Generalists
- Functionalists
- Varietals
- Cluster characteristics
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- Figure 61: Vitamin clusters, June 2009
- Figure 62: Types of vitamins taken, by vitamin clusters, June 2009
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- Figure 63: Frequency of vitamin, mineral, and supplement intake, by vitamin clusters, June 2009
- Figure 64: Retailers used for purchases of vitamins/mineral supplements, by vitamin clusters, June 2009
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- Figure 65: Further reasons for taking vitamins/mineral supplements, by vitamin clusters, June 2009
- Figure 66: Attitudes and source of advice about taking vitamins/mineral supplements, by vitamin clusters, June 2009
- Cluster demographics
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- Figure 67: Vitamin clusters, by gender, June 2009
- Figure 68: Vitamin clusters, by age, June 2009
- Figure 69: Vitamin clusters, by HH income, June 2009
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- Figure 70: Vitamin clusters, by race/Hispanic origin, June 2009
- Cluster methodology
Custom Consumer Groups
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- Key points
- Those without children more likely to take vitamins
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- Figure 71: Types of vitamins/minerals/supplements/food & drink products used, by gender and presence of children in household, June 2009
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- Figure 72: Frequency of vitamin, mineral, and supplement intake, by gender and presence of children in household, June 2009
- Energy boost key to moms and dads
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- Figure 73: Further reasons for taking vitamins/mineral supplements, by gender and presence of children in household, June 2009
IRI/Builders Panel Data
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- Consumer insights overview
- Mineral supplements
- Multivitamins
- 1 & 2 letter vitamins
- Mineral supplements
- Brand map
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- Figure 74: Brand map, selected brands of mineral supplements, buying rate, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 75: Key purchase measures for the top brands of mineral supplements, by household penetration, 2008
- Multivitamins
- Brand map
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- Figure 76: Brand map, selected brands of multivitamins, buying rate, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 77: Key purchase measures for the top brands of multivitamins, by household penetration, 2008
- 1 & 2 letter vitamins
- Brand map
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- Figure 78: Brand map, selected brands of 1 & 2 letter vitamins, buying rate, by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 79: Key purchase measures for the top brands of 1 & 2 letter vitamins, by household penetration, 2008
Appendix: Other Useful Consumer Tables
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- Vitamin and mineral usage
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- Figure 80: Frequency of vitamin, mineral, and supplement intake, by household income, June 2009
- Types of vitamins used
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- Figure 81: Types of vitamins/mineral tablets/capsule/liquids used, by gender and age, February 2008-March 2009
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- Figure 82: Types of vitamins/mineral tablets/capsule/liquids used, by household income, February 2008-March 2009
- Attitudes and advice
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- Figure 83: Attitudes about taking vitamins/mineral supplements, by household income, June 2009
- The next generation
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- Figure 84: Purchases and concerns about vitamins and minerals for HH children, by household income, June 2009
- Usage frequency
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- Figure 85: Usage frequency of vitamins/mineral tablets/capsule/liquids used, February 2008-March 2009
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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